the apple cloud an executive summary
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The Apple Cloud An Executive Summary. The Goal : Host as many of our users’ core data and apps as possible to create the best mobile experience possible. Differentiate via apps seamlessly integrated across devices. Re-think. Every major web app works GREAT on iPhone / iPad - PowerPoint PPT PresentationTRANSCRIPT
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The Apple Cloud
An Executive Summary
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The Goal:
Host as many of our users’ core data and apps as possible to create the best mobile experience possible.
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Differentiate via apps seamlessly integrated across devices
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Re-think
Every major web app works GREAT on iPhone / iPad
Discontinue investment in Mail serviceInvest very seriously in storage and data
center technologyRefocus on differentiated arenas
(Safety, Security, Family)
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Media iPhoto (Gallery), iMovie, iDVD, iWeb
GarageBand
Communications Mail (mail.app, me.com), Contacts,
iCal (Calendar),
Safety & Security Find My Phone, ???
Re-organize & Re-Brand Search? Maps? iDisk?
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Apple’s Mobile / Cloud Product
Contacts
Maps &Location
Search
Browse
ID &Ph. #0
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Three models
Where we shouldn’t fight: Mail / Search (for now on both)
Current battles: ID, address book, calendar, photos, documents, …
New battles (security, privacy, family)
Always battle to work great where we lose the battle. Exchange and mail are the models. Contacts and calendar are where we have it wrong.
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Points to make The cloud is winning (Billy and Lala. Once you go you never
go back) But technology doesn’t matter as much as data does. So
storage key. Moving data sucks for us but more for the user. Storage cost gap is huge and growing with GOOG. The cloud is perfect for us, exactly the opposite of iWork web
logic. Our users are on PC’s. We need Apple experiences for them
and the web gives us that opportunity (another reason it is perfect for us)
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Apple is THE Mobile Company
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Amazing, Innovative Products
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Amazing User Experiences:
Simple, Seamless, Beautiful
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Cloud Software
Hardware
+
+
Local Software
Seamless Experience
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“Holding the internet in your hands”
Goes Beyond Browsing…
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Data and Logic
vs Web Apps
Data
Client Apps
Logic
Data
vs Cloud Apps
Logic
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Each is the right choice at times:
But…
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Cloud apps create truly seamless integration across devices
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For a developer, Cloud Apps are:
Simpler
Easier to develop
Easier to update and maintain
Easier to keep consistent across platforms
Easier to split into re-usable front-end and back-end components
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For the consumer, Cloud Apps
Never require install or update
Give identical experiences everywhere
Are available any time you are connected
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Example: Lala
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Because the owner of a cloud service can make it work BETTER on their device
Why an Apple Cloud?
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The Ultimate Opportunity
Apple devices from Mac to iPhone to iPad are simply better at the web.
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Which Fight?
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Why cede the cloud advantage ?
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The Goal:
100% of Apple users use Apple cloud
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Recommendation
1. Invest in cloud expertise and infrastructure as key ingredients to mobile success
2. Focus on iLife as the key brand for seamless experiences across all devices
3. Invest / promote product categories where Apple can dominate
4. Re-organize to bring product teams together to develop those experiences
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Apple’s Cloud Today
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Apple’s Cloud
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MM Quotes
I can't stress enough that MobileMe is failing me because I'm not willing to do what it's asked, which is to leave behind my other web-based services from Google and Flickr.
I find it inconceivable that anyone who has used other web mail clients such as gmail, yahoo, or msn, would say that MobileMe's email client is great. In fact, I'd say it's about the worst of the webmail clients I know of. Note I'm only talking about the web interface, not using MobileMe as an IMAP or POP server with a desktop client, which works fine.
In short, I'd be perfectly happy to pay $100 a year for over-the-air syncing if MobileMe allowed me to use other services than those from Me.com. But that's not what they're selling, so I'll just have to go without.
Ultimate verdict? Great for some people, but that body of people is rather wee.
MobileMe = Sync = Dumb Google = Cloud = Smart I am too far deep into MobileMe to feel like I could get out, but if i were just
starting out I would go with Google.
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MobileMe
Favors This
At the expense of this
All the while offering poor functionality, performance, and reliability, and at a price 20x the competion.
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Apple’s Cloud Investments today
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Detailed Proposal
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1. Own The Core
2. Build or buy key technologies and expertise
3. Ensure awesome experiences for all major web apps on Apple devices
4. Leverage strength in entertainment
5. Create new cloud product categories which are differentiated and valuable
6. Rebrand most products as part of iLife across devices
7. Deprecate MobileMe brand
8. Reorganize around key products
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1. Own core services and ensure that AppleID is central.
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The Core
Contacts
Maps &Location
Search
Browse
ID &Ph. #0
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Search Web Search Devices
Apple
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2. Build or buy a scalable, cost effective storage solution.
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Investments
Storage
Data Centers
Search
Maps / Navigation
Web technologies / Scaling
Networking
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3. Ensure great experience for all key mobile apps on all Apple devices.
gmail, ymail, gcal, etc.
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4. Leverage dominant position in music entertainment and mobile applications to drive adoption of Apple cloud.
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5. Create new Safety, Security, and Family product starting with Find My iPhone
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6. Focus on iLife as Apple’s key brand spanning devices.
1. Merge MM gallery into iPhoto. 2. Create new iLife Communications product and start
with MobileMe’s calendar, contacts and me.com.3. Add Safety, Security, and Family
Include free and pay components as today.
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Apple’s Mobile / Cloud Product
Contacts
Maps &Location
Search
Browse
ID &Ph. #0
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7. Reduce cost in MobileMe as much as possible…Milk the cow.
$40 / Year --> $10 / Year
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Gallery
Me.com Mail
Contacts
Calendar
Find My Phone
iDisk
Photos
Contacts
iPhoto
Contacts
iCal
8. Organization: Today
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The Apple Cloud
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iLife v.Cloud Media:
Comms:
Safety, Security, and family
iPhoto/Gallery, iMovie, GargeBand, iWeb
Contacts, Calendar, me.com email
Find my iPhone, …
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iWork v.Cloud
Gilligan + iDisk
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iLife Default (Free)
Push / Synced email from gmail, ymail, mobileme mail, etc.
Push / Sync’d calendaring via gcal, ycal, ical Permanent cloud Address Book (forever) sync’d to
Yahoo, gmail, etc. Sync’d photos everywhere (Lo Res) Cloud document storage up to X GB Basic cloud iTunes (Lala) Basic Find my phone (Definition TBD)
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iLife Premium ($100 / yr)
40GB Disk Space @me.com email address with unlimited storage [move to
basic?] Unified view of email inbox. Perhaps include messaging and
voice as well? Advanced Find My Phone (definition TBD) Anti virus across devices Limited free streaming (Lala) on iTunes Discount on n Movies / Songs / TV shows (promotional) Discount promo on applications Free 1 year use of AppleNav (turnbyturn) Family stuff: monitor phone usage, review email / sms, find your
child
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5. Bring iWork to the web and use iDisk as the core storage mechanism. Kill both Office and Google docs.
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Competition
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Google’s Cloud
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Microsoft’s Cloud
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Pricing
Basic: 12 months Free, then $1 / MonthOr simply free forever (yes!)
Premium: $49.99 / year
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What?
For Mac Users
Offer MobileMe but with radically reduced cost.
For Everybody
Basic
Offer core: Maps, Search, Contacts, Payments
Universal Apple (Web) Id Special Entertainment / itunes offer Offer safety / security package Offer a Great calendar Me.com address for a price Ensure that other mail / PIM services
work great
Premium
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@gmail.comgChatGroupsOpenSocial
Youtube (video)Google NewsGoogle Reader
Youtube (video)Picassa WebGoogle Docs
Google CalGoogle ContactsGoogle Notebook
Contacts
Maps &Location
Search &Browse
Payments
Advertising
me.com email
iTunes / Lala
GalleryiDisk
MM CalendarMM Contacts
Contacts
Maps &Location
Search &Browse
Payments
Advertising
Find my phone
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Mobile Product Ecosystem
MailIM / ChatGroupsSocial Net.Voice CallingSMS / MMS
My Photos
My Documents
VideoMusicNews
My Videos
CalendarContactsNotebook
Contacts
Maps &Location
Search &Browse
Payments
Advertising GamesShopping…
Anti-VirusKid TrackerLost Phone Finder
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Apple’s Mobile Product Ecosystem
MailIM / ChatGroupsSocial Net.Voice CallingSMS / MMS
My Videos
My Photos
My Documents
VideoMusicNews
CalendarContactsNotebook
GamesShopping…
Anti-VirusKid TrackerLost Phone Finder
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Apple Google Microsoft
Search Spotlight (device only) Google Bing
Mail @me.com @gmail.com @hotmail.com
Instant Messaging Ichat Gchat msn messenger
Calendar MobileMe Cal Google Cal Windows Live Cal
Address Book MobileMe contacts Gmail contacts Windows Live People
RSS Reader Reader
Documents Google Docs
Notebook Google Notebook
Photos My Gallery Picassa web Windows Live Photos
Media iTunes storeLala
Youtube (video)
Storage (backup) MobileMe iDisk
Social Web Opensocial (?), Orkut, and groups
Windows Live Groupsand Spaces
Todo List
Cloud Services
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Questions Is this the right competitive set? Nokia? RIM? Does the cloud make a difference in the main
battle for personal computing (smart phone) supremacy?
Should Apple compete in search? Should Apple compete in communications? Does it matter where / how you store and use
your personal information (calendar, address book, todo list, photos, etc.)?
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Differentiation Seamless Integration Speed Ease of use Coolness / sexiness Apps Price Quality -- hardware, screen, camera, voice Brand
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Threats
Search
Maps
Web Mail
Web Docs
Web XYZ
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Switching Barriers
Installed Applications
Purchased Music
Brand
Love
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Strategy A: Apple Classic
May the best phone win
Create a connected experience on the iPhone which is best with Apple products
Focus on MobileMe
Focus on iTunes+Lala
Focus on App platform and consolidate lead
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Strategy B: Apple Web
Compete with Google in Search, Email, and Maps
Expand cloud offering to best in class for core services
Offer these all at competitive prices
Bring all media into the cloud
Consolidate UI to web UI (for core)
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Google Strategy Go Vertical
Buy RIM (gRIM), Nokia (Noogle), Motorolla (Goto), Palm (?)
Build out media offering Build a headless client for local play Build a Lala-like library Use gears or HTML5 for a local Web UI License everything
Build new services Keep everything an open platform Invest heavily in App Store / integration with payments Continue to over-invest in search and maps/local
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MobileMe Differentiation
Easy Set-up
Push Contacts, Calendar (nuevasync works with Goog)
Supported integration across Mac software, especially iCal and iMail.
Find My iPhone
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MobileMe Shortcomings Speed
Search (speed, across folders, attachments, etc)
Reliability (single data center, monolithic architecture, solaris, 3rd party software)
Cost (Google is selling 20GB for $5 / yr with unlimited transfer).
Spam control
Playing catchup on many features such as rich text compose, attachments, search, filterning, SSL
No third party integration other than iMap (see Y! Mail)
No integrated chat
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A Compelling MobileMe
Over the air sync of Me mail, gmail, ymail, any calendar, contacts, etc.
Maybe disk space (gallery plus idisk), but maybe not -- only if we can do it cheaply
Find my phone Access to your music (Lala) Gallery App (work with Flickr and Picassa) Promotion of videos, music, etc. Extended Support (?) $25 / year
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MM Target CustomerHypotheses
Apple customers who already own a Mac or who could be led to buy one due to MM integration
Any iPhone customer who is not already wedded to a PIM solution
Any iPhone customer
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Goals
100% (>95%) of iPhone purchasers sign up (purchase?) for AppleWeb
>75% use the core services daily. (Weekly? Monthly?)
> X% pay a subscription for a (the?) AppleWeb product
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Misc Strategy
Own Search GUI -- outsource web search (return to Yahoo! circa 2000)
Own Maps and location. Nav outsourced
Own Contacts and Calendar
Keep me.com but give up on Mail (continue to provide service at premium to current users and extract max. cash)
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Keep Current Business
Kill Costs -- outsource mail / storage
Sustain on lower growth (short term)
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Why? Own key value delivered to user
We can make our cloud services work better with our software and hardware
Complete the solution in Apple style
If we don’t the competition will
Deepen brand connection
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Companies
Mobile Security -- lookout.com (Julie H)
Search
Disk Space -- Zetta
Photos -- Shutterfly, Phanfare,